Chapter 03

Key Dates & Deadlines

Important marketing dates and deadlines to know when building your L.A. 2028 Summer Games campaign.

1.Get Started Now
Secure your athletes and launch your campaign as soon as possible. Campaigns must be live before the blackout period and run continuously during the Games.
2.Before the Rule 40 Period
U.S.-focused personal sponsors should complete the USOPC Personal Sponsor Commitment before running athlete advertising during the Rule 40 period.
3.Multi-Territory Campaigns
If your campaign will run outside the U.S., additional IOC/IPC and National Olympic or Paralympic Committee requirements may apply. The LA28 notification deadline has not yet been confirmed.
4.Olympic Games Period July 14-30, 2028
The Olympic Games period is confirmed, but the exact Rule 40 window is still TBD. Current planning guidance predicts it may begin roughly 7–10 days before the Games and extend about two days after.
5.Paralympic Games Period August 15–27, 2028
The Paralympic Games period is confirmed, but the exact Rule 40 window is also still TBD.

Strategies for L.A. 2028

Effective LA28 campaigns move in three phases: build awareness before the Rule 40 period, stay compliant while the Games are underway, and continue generating value from the partnership long after the spotlight has faded.